China's Internet Platform Pricing Behavior Rules to Take Effect on April 10 to Curb Low-Price Competition
China's State Administration for Market Regulation announced that the "Internet Platform Pricing Behavior Rules" will officially take effect on April 10. These rules aim to curb malicious low-price competition, respect the independent pricing rights of platform operators, and protect consumers' legitimate rights and interests. The administration emphasizes strengthening supervision to maintain a fair competitive environment and promote a healthy market order.
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- 📰 Published: April 9, 2026 at 19:50
- 🔍 Collected: April 9, 2026 at 20:00 (10 min after Published)
- 🤖 AI Analyzed: April 15, 2026 at 21:18 (145h 18m after Collected)
China's State Administration for Market Regulation (SAMR) announced today on its official website that the "Internet Platform Pricing Behavior Rules" will officially be implemented starting tomorrow. SAMR, the National Development and Reform Commission, and the Cyberspace Administration of China held a joint guidance meeting on April 8, requiring various internet platform enterprises to implement the requirements, fulfill their responsibilities, and regulate pricing competition behavior.
The meeting highlighted three key points. First, internet platform enterprises must effectively regulate subsidy behavior, curb malicious price competition, and not falsely or exaggeratedly promote subsidy amounts and intensity.
Second, internet platform enterprises must fully respect the independent pricing rights of operators within the platform, strictly prohibit interference with pricing behavior, and not force or implicitly force platform operators to participate in promotional activities and bear costs.
Third, internet platform enterprises must adhere to the bottom line of honest operation, fully safeguard the legitimate rights and interests of consumers, not collect any unstated fees, and not engage in false promotions, price fraud, or other behaviors.
SAMR emphasized that it will implement the decisions and deployments of the Party Central Committee and the State Council, continuously strengthen price competition supervision, deeply rectify "involutionary" competition (ineffective excessive competition), strive to maintain a fair competitive market environment, and promote the formation of a healthy competitive market order.
Many industries in China have fallen into an involutionary competitive environment, with internet platform enterprises engaging in fierce food delivery subsidy wars being seen as an example of malicious competition. The "Internet Platform Pricing Behavior Rules" were officially announced in December last year, detailing regulations on pricing competition order, operators' independent pricing rights, consumer rights, and operators' pricing competition behavior. (Editor: Yang Shen-ju) 1150409
The meeting highlighted three key points. First, internet platform enterprises must effectively regulate subsidy behavior, curb malicious price competition, and not falsely or exaggeratedly promote subsidy amounts and intensity.
Second, internet platform enterprises must fully respect the independent pricing rights of operators within the platform, strictly prohibit interference with pricing behavior, and not force or implicitly force platform operators to participate in promotional activities and bear costs.
Third, internet platform enterprises must adhere to the bottom line of honest operation, fully safeguard the legitimate rights and interests of consumers, not collect any unstated fees, and not engage in false promotions, price fraud, or other behaviors.
SAMR emphasized that it will implement the decisions and deployments of the Party Central Committee and the State Council, continuously strengthen price competition supervision, deeply rectify "involutionary" competition (ineffective excessive competition), strive to maintain a fair competitive market environment, and promote the formation of a healthy competitive market order.
Many industries in China have fallen into an involutionary competitive environment, with internet platform enterprises engaging in fierce food delivery subsidy wars being seen as an example of malicious competition. The "Internet Platform Pricing Behavior Rules" were officially announced in December last year, detailing regulations on pricing competition order, operators' independent pricing rights, consumer rights, and operators' pricing competition behavior. (Editor: Yang Shen-ju) 1150409
FAQ
When will the "Internet Platform Pricing Behavior Rules" be implemented?
They will be officially implemented starting April 10, 2024.
What are the main objectives of these rules?
The main objectives are to curb malicious price competition, respect the independent pricing rights of platform operators, and protect consumers' legitimate rights and interests.